Capturing Culture: Scottsdale Center for the Performing Arts' (SCPA) & Scottsdale Museum of Contemporary Art's (SMoCA) Instagram and TikTok Strategy in the Age of Gen Z

This project examines the digital audience engagement strategies employed by Scottsdale Center for the Performing Arts (SCPA) and Scottsdale Museum of Contemporary Art (SMoCA), two prominent cultural branches underneath the non-profit art organization of Scottsdale Arts in Scottsdale, Arizona. Through a comprehensive analysis of their social media presence, content strategies, and audience interactions, this research aims to identify key factors contributing to their success in engaging audiences, particularly focusing on Gen Z demographics. Utilizing a mixed-methods approach involving quantitative metrics analysis and qualitative content evaluation, the study explores various aspects, including strengths, weaknesses, opportunities, and threats (SWOT), competitor analysis, and assessment of current and target audience engagement dynamics within their digital engagement efforts. Additionally, it investigates the impact of various content types, such as user-generated content, behind-the-scenes glimpses, and collaborative campaigns, on audience engagement and community building. The findings shed light on effective practices and areas for improvement, providing valuable insights for cultural institutions seeking to optimize their digital engagement strategies in the contemporary digital landscape.